Abtran, Ireland’s leading provider of customer and business process management services discuss the importance of analytics in the digital age.
In the digital age, the way that organisations capture and analyse data is shaping the way we live and work. Organisations across the globe have an unprecedented volume of data at their fingertips. Meanwhile, the digital shift is driving citizens to demand a more personalised and real-time service experience.
As organisations grapple with the sheer volume and velocity of data at their fingertips, how can government organisations practically apply data analytics to help inform better decision-making and provide a better service experience to the citizen?
For many, data analytics is regarded as a science. For others, it’s about the art of asking the right questions. Simply put, analytics is about turning numbers into information and information into knowledge that can help drive better, more informed policies and decision-making for the future.
Therefore data analytics has a very important role to play, by making it easy for government organisations to understand and then to predict the supply and demand of services based on citizen behaviour.
Let’s consider the 1.6 million households in Ireland using government services every day. A rule of thumb for any form of statistical analytics is that the bigger the sample size, the more likely it is that the analytical information and conclusions will be accurate. Large-scale analytics using big data can help remove a subjective and anecdotal approach to information and replace it with a true evaluation.
Nowhere is this better illustrated than in the use of large-scale data to improve government services. For instance, routine transactions like contacting a help line, submitting a form, applying for a driving licence, collecting a payment, paying a tax bill or using a medical card are all forms of engagement which leave a data record.
Large-scale general analytics carried out on this data can provide a real advantage in planning the roll-out and delivery of services to citizens. For example, within health services, patient data records provide information that can enable efficiencies across a range of service points, from appointment setting to matching medical conditions to geographic and demographic profiles. Marginal increases in data analysis have the potential to deliver exponential performance improvements.
Data-driven decision-making can also drive more efficiency and collaboration across the workplace. For instance, developments in cloud and big data technology over the past decade have made the reporting process so much more effective and easy to carry out than before. Valuable resources can be spent analysing data and information rather than collecting and storing it. It is increasingly easy for planners and administrators of services to access real-time analysis of their services and the efficacy of their work.
To realise the full benefits of data analytics and cloud computing, the right structures need to be put in place. For instance, a data-driven workplace is one where goals and measures are shared, where data is continuously analysed to deliver more efficient processes and a better customer service experience.
Abtran is seeing a much stronger focus on data analytics in recent times. Customers are demanding a more responsive and personalised service experience. They expect channels to be seamless and service to be more available on a real-time basis.
To deliver at this level, service providers need to adopt a more data-driven approach to service design. Traditional tools like customer journey mapping, segmentation and profiling will be increasingly overlaid and combined with advanced analytics to ensure a more accurate and less subjective approach.
Abtran continuously take a data-driven approach to the area of customer engagement and service design. By partnering with leading providers like Altocloud, a US-based company, with an R&D base at NUI Galway, we have the capability to access advanced digital technologies to deliver better, more efficient business outcomes and a more personalised service experience for the customer.
Advances in analytics can empower organisations to become more open, transparent and accountable. With data comes significant responsibility across both the public and private sectors. Here, there is a compelling case for more education to empower citizens to have more autonomy and control over their data usage.
We are living in an era of empowering times. Data-driven government organisations are both connected and committed to the innovation and delivery of citizen service excellence.
Martin Leahy is Chief Technology Officer at Abtran.
Established in 1997, Abtran employs over 2,000 people and is Ireland’s leading provider of Customer and Business Process Management services.
Abtran has a rich heritage in working collaboratively with Government organisations to achieve greater commercial value and to deliver a better, more connected customer experience.
Abtran securely validates and processes the identities of thousands of applications daily across grant, licence and registration processes. The capability to provide an end-to-end, voice to non-voice package enables us to fully own the customer journey and to deliver a better, smarter and more connected service experience.
Clients benefit from an open and transparent partnership approach and a range of flexible delivery models, including the best mix of outsourced and on-site service delivery.
Abtran partner Altocloud, based in Galway and California, uses customer journey analytics to improve customer experiences. Altocloud’s product is used by over 60 organisations around the world.
Connect with Abtran for more information on our range of services:
Tel: 1850 228 726